For already 20 years, Saku Originaal has been the flagship of Estonian beer culture.
A little worn out over time, Originaal decided to freshen up:
– made the taste more hoppy,
– modernised the design,
– and took the watchword ALWAYS FRESH so as to never get old and dull.
Originaal wanted the
refreshing to be awaited.
Even more: they wanted people to start talking positively about the changes even BEFORE the arrival of the refreshed Originaal. Because both the consumer and the trader are sceptical – they do not like abrupt changes.